MCG would like to congratulate client Polo Park in the successful launch of its first-ever Black Friday event. As one of Winnipeg’s top retail destinations, Polo Park wanted to offer local shoppers a premiere alternative to shopping in the United States, where the Black Friday sales day originates.
MCG worked closely with Polo Park to develop a multimedia ad campaign to build awareness and drive Winnipeggers to the one-day November event. To start, MCG developed the tagline “No Passport Required” to communicate that shoppers could easily access Black Friday deals on this side of the border.
From there, we developed various ad treatments for print, radio, web and digital. Creative applications included Black Friday decals affixed to the mall doors and signs hung in key areas. We developed in-show ads to run on Citytv Winnipeg programs, as well as website wallpaper and digital ads. Lastly, handouts were designed and distributed to shoppers.
Foot traffic at Polo Park was up approximately 60 per cent from the same day in 2011. Several participating stores broke sales records for the day and of those that are part of a chain, some reported the best sales of their region or across Canada. The general consensus on the Polo Park Black Friday event could be summed up best with one retailer’s comment: it was “bigger than Boxing Day.”
See Three Years of Campaigns to view some of the work MCG has developed for Polo Park over the years.